News Desk
The Israel–Hamas war has sparked a new kind of consumer loyalty in Malaysia. It is not about price or convenience, but about solidarity. Across the country, Muslims are turning away from American fast‑food giants, seen as linked to Washington’s support for Israel, and building their own alternatives.
One of the most striking examples is Ahmad’s Fried Chicken, founded in 2024 by Lailatul Sarahjana Mohd Ismail and her husband, Mohd Taufik Khairuddin. What began as a food truck has quickly expanded into a chain of 35 outlets. By the end of 2026, the couple expects to operate more than 100 locations. Their story began with a simple dilemma: children craving McDonald’s fried chicken while their parents refused to patronize the brand. Lailatul fried her own drumsticks at home, then realized thousands of other families were facing the same choice.
The boycott movement has created space for a wave of hyper‑local fast‑food brands, from fried chicken shops to coffee chains. These businesses are not only filling a market gap but also embodying a moral stance. For many Malaysians, eating at these outlets is a way to express solidarity with Gaza while maintaining familiar culinary habits.
The broader context is significant. Malaysia, a Muslim‑majority nation, has long been a strong supporter of the Palestinian cause. The war in Gaza and the fragile ceasefire have intensified calls for boycotts of U.S. brands. What is unusual this time is the scale of the response. Instead of temporary protests, entrepreneurs are building lasting businesses that could reshape the country’s fast‑food landscape.
Industry analysts note that while American chains still dominate in terms of brand recognition, the rise of local competitors highlights how geopolitics can directly influence consumer behaviour. The success of Ahmad’s Fried Chicken and others suggests that boycotts are evolving into sustainable enterprises, not just symbolic gestures.
